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Titel och upphov Creating the perfect design brief : how to manage design for strategic advantage
Utgivning, distribution etc. Allworth Press ; Design Management Institute, New York : cop. 2004
Utgivningsår
DDC klassifikationskod (Dewey Decimal Classification)
SAB klassifikationskod
Fysisk beskrivning
Term
Elektronisk adress och åtkomst (URI) Table of contents only http://www.loc.gov/catdir/toc/fy0713/2003027434.html
Automatiskt genererade ämnesord (BURK) Driftsplanering och driftskontroll, arbetsanalys Försäljningsorganisation. Marknadsföring
ISBN 1-58115-324-4 978-1-58115-324-8
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In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution; and much, much more. * Covers all the essential elements comprising an effective design brief * Copublished with the prestigious Design Management Institute
Foreword p. ix Introduction p. xi Acknowledgments p. xv What Is a Design Brief Anyway? p. 1 The Format of a Design Brief p. 2 How Long Should a Design Brief Be? p. 2 Stir-frying a Creative Concept p. 3 The Core Creative Concept in Branding: A Streamlined Approach p. 3 When Do You Need a Design Brief? p. 9 Art versus Design p. 10 "Please Make My Ideas Look Good" p. 11 Designers Shouldn't Be Taxi Drivers p. 12 Proposals versus Design Briefs p. 14 Design Briefs Have a Great Many Uses p. 15 Who Is Responsible for Developing a Design Brief? p. 17 Client or Partner? p. 18 Co-ownership p. 18 What Level Should the Co-owners Be? p. 19 Getting Started p. 20 Design Is Only One Ingredient of a Successful Business p. 24 Partners Need to Understand Each Other p. 25 The Design Brief Project Team p. 25 Essential Elements of the Design Brief p. 28 Project Overview and Background p. 29 Category Review p. 33 Target Audience Review p. 37 Company Portfolio p. 39 Business Objectives and Design Strategy p. 40 Project Scope, Time Line, and Budget: The Phases p. 43 The Last Three Phases p. 46 Research Questions p. 47 Appendix p. 48 Some Final Words About Content p. 48 Getting the Design Brief Approved p. 52 Purpose of Final Review p. 53 The Approved Brief p. 54 In-House versus External Design Agencies p. 55 Using the Design Brief p. 57 The Phases p. 60 Testing p. 61 Target Audience p. 62 Using Other Sections of the Design Brief p. 63 Competitive Analysis p. 65 The Most Common Approach p. 66 Assembling Competitive Material p. 68 Establishing Credibility and Trust for Design p. 70 The Model p. 72 Paradoxical Leadership: A Journey with John Tyson p. 74 An Exercise to Get You Started p. 78 An Intiative from One Design Manager p. 81 Recognize the Business Role of Design p. 82 Mutually Valuable Relationships p. 86 What Went Wrong? p. 87 Implementing Efficient Work-with Processes p. 90 Should In-house Design Groups Charge a Fee for Design Work? p. 91 A Global Example of Working with Partners p. 95 Credibility and Trust p. 98 Using the Design Brief in the Approval Process p. 100 The Design Brief as an Outline for Approval Presentations p. 102 Understanding the Final Approver p. 104 Anticipating Objections p. 106 What If You Can't Make the Presentation Yourself? p. 108 What If You Are Just Not Comfortable Making Presentations to Senior Managers? p. 109 A Final Word on Approvals p. 110 What Is a Design Manager? p. 111 So, What's My Answer to the Question, "What Do You Do?" p. 126 Measuring Design Results p. 128 Good Design versus Effective Design p. 129 Value Measured in Dollars p. 131 Measurement Phase p. 132 An Example of a Design Brief p. 133 Project Overview and Background p. 135 Category Review p. 136 Target Audience Review p. 139 Company Portfolio p. 142 Business Objectives and Design Strategy p. 147 Project Scope, Time Line, and Budget p. 149 Research Data p. 158 Appendix p. 160 Anticipating and Overcoming Obstacles p. 161 Two Kinds of Obstacles p. 162 Dealing with Obstacles p. 165 Creating a Plan for Moving Ahead p. 167 Step One p. 167 The PAR Formula p. 169 A Master Plan Needs to be Specific p. 170 Getting to the "Right" People p. 171 Obstacle Planning p. 172 Action Plan Formatting p. 172 Lessons from the Trenches p. 174 DMI Seminars p. 176 Using the Model as a Guideline for Change p. 177 The Design Management Institute p. 181 Selected Bibliography p. 185 Index p. 187